The product shots illustrate the variety of IKEA products, colours and design.A new brand tag-line sums up the campaign: "If you don't do it for yourself, at least do it for others". Both a reminder of how important is to improve one's living space, for all of those living in it, and a way of saying how easy it is with IKEA, to make life better.

The change of tone and use of humour in the campaign intends to move along the brand image and renew contact with a younger audience. A target barely out of their prams when IKEA arrived in France, who grew up in IKEA-equipped homes, and who is inclined to think IKEA is for their parents. The new campaign communicates a single message: "Tidy up". A key market problem, at the heart of IKEA's business: a manufacturer with rational solutions for people with small budgets and for young people with small spaces.The style is sober, minimalist, as one would expect from a manufacturer who has made its name in "democratic design".

IKEA is a brand apart. IKEA has been doing things differently for 20 years in France.<br>IKEA could have celebrated its birthday like any other distributor, instead IKEA is being true to itself. IKEA is making a radical change to its communication.